Analysis of Factors influencing customer decisions in choose a sports club with an emphasis on marketing mix

The purpose of this study was of Analyis of Factors Influencing Customer Decisions in Choose a Sports Club with an Emphasis on Marketing Mix. The research method was analytical and available sampling was used to collect data.The statistical population of this study was all male customers of sports clubs (physical fitness and fitness) in Qazvin (N = 1500). Finally, 250 people were selected as a sample and analyzed. The research method was descriptive. Using Morgan table, the sample was estimated at 250 people who were selected by the cluster. To gather data, a questionnaire was used to assess the marketing factors affecting the customers' decision making (2006 Ranjbarian). The face and content validity of the questionnaire was determined using the opinions of ten sports management professors. The carcass method was 0.71 and the reliability of the questionnaire was 0.86 using Cronbach's alpha test. To analyze the data, descriptive statistics and statistical tests of exploratory and confirmatory factor analysis, T single sample and Friedman were used. According to the findings of the marketing mix are the product, promotion, price, and place were more important. As well as between all four elements of the marketing mix together, a significant correlation was obtained. Therefore, by recognizing the position and importance of each of these components and determining the appropriate strategy to lead it, we can help useful in attracting new customers and retaining old customers. Knowing these things, in addition to generating revenue for the club, will keep the constant presence of customers alive.